PepsiCo, Boston Beer to launch HARD MTN DEW alcoholic beverage

Soft drinks giant PepsiCo is joining forces with The Boston Beer Company to produce and launch HARD MTN DEW, an alcoholic version of the Mountain Dew soft drink, in the US.

HARD MTN DEW, which will have 5% alcohol by volume (ABV), is expected to hit the shelves in early 2022. It will come in three flavors — HARD MTN DEW Original, HARD MTN DEW Black Cherry, and HARD MTN DEW Water Melon.

Dave Burwick — Boston Beer CEO said: “We know that adult drinkers’ tastes are evolving, and they are looking for new and exciting flavorful beverages.

“The combination of our experience in brewing and developing the best-tasting hard seltzers and hard teas, and MTN DEW, a one of kind multi-billion dollar brand, will deliver the excitement and refreshment that drinkers know and love.”

HARD MTN DEW Original, HARD MTN DEW Black Cherry, and HARD MTN DEW Water Melon. Photo courtesy of The Boston Beer Company, Inc.

Under the terms of the business arrangement, Boston Beer will be responsible for developing and producing the new alcoholic Mountain Dew. On the other hand, PepsiCo has created a new entity for selling, delivering, and merchandising the new alcoholic beverage.

Kirk Tanner — PepsiCo Beverages North America CEO said: “For 80 years MTN DEW has challenged the status quo, bringing bold flavors and unmatched beverage innovation to millions of fans.

“The Boston Beer Company partnership combines two recognized leaders in our respective industries to address the changing tastes of drinkers and we are thrilled at the opportunity to create HARD MTN DEW that maintains the bold, citrus flavor fans know and expect.”

Earlier this month, PepsiCo signed a deal worth around $3.3 billion to sell Tropicana, Naked, and certain other juice brands in North America to French private equity firm PAI Partners.